Abasyn Journal of Social Sciences. Vol.5, No.2

Factors Effecting Brand Preferences: A Comparative Study of McDonald’s and KFC

Muhammad Usman Haider1,  Dr Farzand Ali Jan2,  Muhammad Farooq Jan3, Muhammad Faheem Jan4

Muhammad Usman Haider, Assistant Professor, Abasyn University, Peshawar,
Dr Farzand Ali Jan, Director Finance, IBMS Agriculture University Peshawar
Muhammad Farooq Jan, MS student Hazara University, Mansehra
Muhammad Faheem Jan, MS student Hazara University, Mansehra

The study was undertaken with an objective to identify factors affecting brand food products about two major food industries i.e. Mc-Donald’s and Kentucky Fried Chicken (KFC). Factors included were taste and quality of product, price of product, delivery of product, availability of product, environment of restaurant, staff of behavior and value for money. A pre design questionnaire was used to collect relevant data about these two food industries in Islamabad and Rawalpindi areas (n=324). The study found that the product of KFC were relatively better as compared to that of Mc-Donald’s in most of the traits studied especially in Taste and quality of food, price of product, staff behavior, delivery of product, and environment of the restaurant.
Keywords: Brand Preference, McDonalds, KFC




Received Revised


Available Online

Corresponding author email:

How to Cite